Download Marketing in the Digital Age

NATIONAL UNIVERSITY OF SINGAPORE
NUS Business School
Department of Marketing
BMA5533
Marketing in the Digital Age
Lecturer:
Haresh Khoobchandani
Email: [email protected]
Phone: (65) 6888 8660
Session:
Semester I, 2011/2012
Venue:
To be confirmed
COURSE DESCRIPTIONS
This course is about Marketing in the Digital Age. There has never been a more exciting
time to be in marketing than now – where on one hand opportunities are aplenty whilst
at the same time the need to reinvent and adapt is paramount to staying relevant as a
marketer. This course will provide students with a real world view of marketing in this
age – separating how they need to think about Marketing in the Digital Age from Digital
Marketing – a common area of confusion amongst marketers today. The course starts
with providing a quick recap of the basic principles of marketing. Following that I will
cover some of the macroeconomic changes taking place and the broader consumer
trends emerging that’s changing how consumer socialize, live and behave. The
underlying factor driving this change in both the environment and consumers is
technology. We will cover the increasing role technology is playing and introduce a
framework that will allow marketers today to evolve their thinking of marketing from
Communications (from where it stands today) to Conversations (where we need to be). I
will introduce a framework that will allow students to think about marketing in the digital
age – a real world framework that allows them to become more relevant in how they
think about Insights to Engagement to Campaigns to Acquisitions and finally to
Advocacy. I will introduce the new online tools that will equip students with a good
understanding of how they measure impact of marketing. The course will also cover
Social Media – friend or foe and introduce students to in depth insights into social media
and its application to marketing in the digital age. The course will also cover several real
world case studies on the application of the framework and how both old and new forms
of marketing need to co-exist.
Marketing in the Digital Age is a real challenge. Technology is evolving at such a rapid
pace that marketers now more than ever must understand the evolution of marketing
that technology is driving. Technology in itself is democratizing the brand and putting
control in the hands of consumers. Moving from Communications to Conversations is a
transition that marketers must understand and ensure they are equipped to do. This
course will provide students with deep insight into this shift, help them become more
relevant real world marketing practitioners and at the same time, help them understand
how to operationalize this in their organizations.
GRADING
30% group project (which you will explain in class)
20% cases analysis
50% final quiz
BMA5533 Future of Marketing in the Digital Age
Semester I, 2011/2012, Haresh Khoobchandani
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OFFICE HOURS
You can reach me any time by email ([email protected]) or 6888 8660.
ABOUT ME
I graduated from the University of Stirling receiving an MBA with Distinction. I started
my career in the service industry as a Flight Steward for 18 months before embarking as
an entrepreneur. Following a short but successful stint, I than went on to do work in
retail and distribution across a 4 year period where I led buying and operations in a large
retail organization and in distribution, I developed the first profitable business model
between a traditional IT distributor (Tech Pacific – now Ingram Micro) and a large format
consumer electronics store (Courts Singapore). The experiences led me to my next role
in Microsoft where I have worked for the last 14 years. My career spans from the dawn
of reviving a fledgling consumer business to running mainstream business across the
Windows and Office franchise. In the course of doing so, I have achieved both sales and
marketing experiences working in subsidiary and regional leadership roles winning
various accolades thru the years. I am a qualified coach and presently sit on the SCS
Exco as their Hon Secretary, on the Singapore Poly Board of Advisors to the School of IT
and Nanyang Poly Board of Advisors to their School of IT. I have completed an executive
course at the Harvard Business School on Leading Change and Organizational Renewal.
COURSE SCHEDULE
Week
1
2
3
4
Topic of Discussion
Cases to Prepare1 / Research
Articles2
Principles of Marketing
Macroeconomic & Consumer Trends
Marketing in the Digital Age:
Communications to Conversations
The Marketing Framework:
From Insights to Advocacy-Part I
The Marketing Framework:
From Insights to Advocacy-Part II
5
Case Study 1
6
Social Media: Friend or Foe?
7
Case Study II
The Microsoft Example:
The Launch of Windows 7
The list of topics is not exhaustive, but is wide enough to cover a broad spectrum of
issues typically faced by Marketing Directors in a company. The topics will cover
strategy, brand management, agency role, role of PR, and building an influencer
strategy. There will be several more case studies that will be presented in the course of
the discussions.
Students are strongly encouraged to tell about their own industry experiences with
respect to marketing strategy. They are also encouraged to talk about interesting and
relevant bits of information they may have access to in other countries.
Cases are team-based. Submit the case reports before the beginning of the class-concerned. Read all the
cases thoroughly, but you need to prepare a 2-page report only for those cases in bold-face. During case
discussion in the class, I will ask any team randomly to lead the discussion.
2
I will give a list of articles sometime in February.
1
BMA5533 Future of Marketing in the Digital Age
Semester I, 2011/2012, Haresh Khoobchandani
2